Optimizing an Advertising Campaign Math 1010 Intermediate Algebra Project Background Information: Linear Programming is a technique used for optimization of a real-world situation, Examples of optimization include maximizing the number of items that can be manufactured or minimizing the cost of production, ‘The equation that represents the quantity to be optimized is called the objective function, since the objective of the process is to optimize the value. In this project the objective is to maximize the number of people who will be reached by an advertising campaign. ‘The objective is subject to limitations or constraints that are represented by inequalities. Limitations on the number of items that can be produced, the number of hours that workers are available, and the amount of land a farmer has for crops are examples of constraints that can be represented using inequalities. Broadcasting an infinite number of advertisements is not a realistic goal. In this project one of the constraints will be based on an advertising budget. Graphing the system of inequalities based on the constraints provides a visual representation of the possible solutions to the problem. If the graph is a closed region, it can be shown that the values that optimize the objective function will occur at one of the "comers" of the region. The Problem: In this project you will solve the following situation: A local business plans on advertising their new product by purchasing advertisements on the radio and on TV. The business plans to purchase at least 60 total ads and they want to have at least twice as many TV ads as radio ads. Radio ads cost $50 each and TV ads cost $200 each. The advertising budget is $10,800. Itis estimated that each radio ad will be heard by 2000 listeners and each TV ad will be seen by 1500 people, How many of each type of ad should be purchased to maximize the number of people who will be reached by the advertisements? ‘Modeling the Problem: Let X be the number of radio ads that are purchased and Y be the number of TV ads. 1. Write down a linear inequality for the total number of desired ads. Total Ad» 260 x+y 2 60 2. Write down a linear inequality for the cost of the ads. Total Bu Lge < 4 oe So x +200y < 108003. Recall that the business wants at least twice as many TV ads (Y) as radio ads (X). So, the number of TV ads should be at least (or more) than 2 times the number of radio ads. Write down a linear inequality that expresses this fact. Be carefull It is easy to write this one backwards. (Hint: TV > 2(radio) ) Double Tvade Ham aradso * 22x 4. There are two more constraints that must be met. These relate to the fact that there cannot be s negative numbers of advertisements. Write the two inequalities that model these constraints: Adventisemant 3. Next, write down the function for the number of people that will be exposed to the advertisements. This is the Objective Function for the problem. P= 2000x + I500y ‘You now have five linear inequalities and an objective function. These together describe the situation. This combined set of inequalities and objective function make up what is known mathematically as a linear programming problem. Write all of the inequalities and the objective function together below. This is typically written as a list of constraints, with the objective function last. Lat of conalraunts x+y Zz 60 5ox + 200y < ic yy 2K x Zo ¥ Objectiie Fun lions P= 2000 x + '300y+260 ‘50r + 200 10800 orsy yx }0 eye ‘np. ceamos comfcalulatexbocnegrxc77. The shaded region in the above graph is called the feasible region. Any (x, y) point in the region corresponds to a possible number of radio and TV ads that will meet all the requirements of the problem. However, the values that will maximize the number of people exposed to the ads will occur at one of the vertices or comers of the region. Your region should have three comers. Find the coordinates of these comers by solving the appropriate system of linear equations. Be sure to show your work and label the (x, y) coordinates of the comers in your graph. Coven | x+y 260 #( x +Y 2.60 <50x “soy Ome BOX +20Dy £10800 [Sox +2aoydiwano | SOX +2007 = JON : 1504 = 7800 A (8,52) Comen2 [Xt¥260 {x+y=60 +2%2 60 See ere x 3x 260 %= 20 B (20,40) yy : 5ox + YOOx = 10800 Conran. 3 Taper es tees 4 50x = (0800 50x +200y < 10800 | 50x +2ady =10800 ae fai 2. (24) c (24,48) yeu8 8. To find which number of radio and TV ads will maximize the number of people who are exposed to the business advertisements, evaluate the objective function P for each of the vertices you found. Show your work. P= 2000x +1500 y A(8,52) 8(20, 49) c-(24,48) P= 2eco(8) + \s00(s2) | p, 2.000(20) + !c0(4q) | P= 2cc0(24) +1500(48) P= [6000+ 78000 P= yoooo + 60 000 P= 48c00 + 72000 P= 94000 P= loocc P= 1200009. Write a sentence describing how many of each type of advertisement should be purchased and what is the maximum number of people who will be exposed to the ad. 24 nadio ado amd 4B TVads ahold Le pun chaned. to expore a maximum mumber of 4oople to the Ad which un 009 feeple . 10, Reflective Writing. This needs to be a separate page that is typed, proof-read for typos, spelling, and grammar. Use 12-point font and double space. Add a title (e.g. Reflective Writing for Optimization Lab). Provide a brief introduction explaining the lab in your own words. Also in the introduction, tell the audience which mathematical techniques you used in the lab (e.g. plotting graphs). ‘Then, please respond to each of the questions below. Your writing should be in an essay form (written in paragraphs). Do you think this project shows how math can be applied to the real world? If “yes”, please elaborate-why are the results important or beneficial? If“'no”, how could the lab change to make it more applicable to the “real world”? Can you give an example of someone other than a business owner/manager that might be interested in this type of analysis? Can you think of or find an example of in your text (Hint: see the exercise set for section 4.5 in your text.) another application where linear programming could be used to optimize a situation? Be specific. If you were the business owner in this lab and the manager-brought you the results.of the lab;-why would it be important for the manager to be clear about the process and be able justify her conclusion? Dittthis assignment change your opinion of the usefulness of math? Write one paragraph stating what ideas changed and why. If this project did not change the way you think, write how this project gave further evidence to support your existing opinion about applying math. Be specific. 11. ePortfolio. Post a copy of this lab, including the Reflective Writing, to your ePortfolio (if you need to, scan a copy in the Copy Center). For more information about ePortfolios, please see the syllabus.Giles 1 Isabelle Giles Professor McKay Math 1010 8 February 2017 Reflective Writing for Optimization Lab A local business wanted to purchase TV and radio advertisements to promote a new product. The objective of this lab was to find out how many of each ad, the business needed to acquire to get a maximum customer reach while respecting the budget and other constraints, Diverse mathematical techniques were used during this process such as writing and solving. linear inequalities by either substitution or elimination to find the coordinates of the three comers of the vertices, plotting their graphs to visually see the feasible region and finally the evaluation of the objective function P. ‘This project certainly shows how math can be applied to the real world. Linear programming helped the local business formulate a concrete advertisement strategy to maximize the customer reach within their budget. The results are important and beneficial because they have an exact function to optimize their advertisement campaign, The business knows that with a budget of $10,800, they can purchase 24 radio ads and 48 TV ads and reach 120000 people while respecting the constraints. Business manager/owner are not the only one interested in linear programing. Linear programming is used in a large variety of fields and is being used daily. An investor might be interested in this type of analysis. Let's suppose that he has an initial amount of money to investGiles 2 over a time-period of T years in different bonds. Each bond pays an interest rate that compounds each year, and pays the principal plus compounded interest at the end of a maturity period. The objective is to maximize the total amount of money after T years, Another application of linear programming would be coffee blending. With two different ind of coffee, two very different blend can be produced based on the quantity of each coffee mixed together. Linear programming would help evaluate which blend would help maximize the profit. As the business owner of this lab, it would be important for my manager to be clear about the process so no constraints are left out and the business model is clearly laid out. As time and money are invested, there would be no room for errors. I would expect of the manager to be able to explain and justify the conclusion he came up with as the advertisement campaign for the new product will depend solely on those results. For the manager to clearly explain the process is @ guarantee of the success of the analysis. T knew that math was quite useful and was being used every day. It was quite fulfilling to take an abstract concept learned in the classroom and apply it in a business setting. The graph, the inequalities, the function, the constraints made more sense. I understand further the importance of a linear programming. This lab helped math become more real and less abstract. I have a greater appreciation for math,